The Marketing Millennials

275 - Mastering Brand Building with Nicole Sumner (Brand Director at Ollie)

Aug 21, 2024

30:55

Snipd AI

Nicole Sumner, Brand Director at Ollie, shares her expertise in the pet industry. She discusses balancing brand marketing with performance strategies, emphasizing a unique visual identity and a consistent voice for Ollie. Nicole highlights Ollie’s innovative human-grade ice cream collaboration and the importance of strategic partnerships for successful product launches. She also touches on building consumer trust through transparency and how honesty in communication can strengthen brand loyalty.

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Establishing a strong brand identity with a distinct visual identity and consistent voice enhances recognition and consumer trust.

Balancing brand awareness with performance metrics allows creative marketing strategies to thrive while maintaining brand integrity and effectiveness.

Deep dives

Building a Distinct Brand Identity

Establishing a strong brand identity is crucial in the competitive pet nutrition market. A clear visual identity, including distinct brand colors, typography, and photo guidelines, helps ensure consistency across all marketing materials. This approach not only reinforces brand recognition but also enhances consumer trust in the brand. The careful curation of brand voice further ensures that all communications resonate authentically with customers across various channels.

Intro

3min

Crafting Ollie's Brand Identity

12min

Creating a Human-Grade Dog Treat: The Ice Cream Collaboration

3min

Strategic Partnerships and Successful Product Launches in Pet Care

3min

Strategic Brand Building for Long-Term Success

8min

Building Trust Through Transparency in Brand Communication

2min

Brand Marketing vs. performance Marketing, how do you find the balance??

I’m so glad you asked. This episode with Nicole Sumner, Brand Director at Ollie, gets to THE BOTTOM of this question (which we love).

Grab your coffee, get your Airpods, and tune into a convo with Nicole and I as she breaks down Ollie’s approach to brand-building in a crowded dog food market and how they’re emphasizing the importance of a distinct visual identity and consistent brand voice.

00:00 Introduction and Guest Welcome

00:17 Nicole's Journey into Marketing

02:06 Building Ollie's Brand Identity

06:04 Balancing Brand and Performance Marketing

12:46 Ollie's Ice Cream Collaboration with Van Leeuwen

23:14 Challenges in Building a Brand

Follow Nicole:

LinkedIn: https://www.linkedin.com/in/nicolemangino/

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing